Category: Campaigns

Featuring popular Egyptian proverbs, Al Ahli Bank of Kuwait – Egypt (ABK-Egypt) launched a new advertising campaign that promises to transform people’s relationship with money.

‘A white penny comes in handy on a dark day’ and ‘happiness lies in the contentment of the soul’ are amongst the featured money-related proverbs that shape the voices in people’s heads and complicate how they deal with money.

https://www.facebook.com/ABKEgypt/videos/1623006767819886/

ABK-Egypt describes its banking solutions as “Simple” from opening accounts to issuing credit cards, which the bank says allows issuers to convert their “purchases into monthly installments with lower interest rates.”

ABK-Egypt hammers on the word “simple” in its campaign copy as well as its web-copy, tying in services such as monthly interest payment frequency and very competitive interest rates.

https://www.facebook.com/ABKEgypt/videos/1468281753292389/

Thousands of Egyptian women end up behind bars for failing to pay small personal debts. Misr El Kheir Foundation and Mosawer.net joined forces to pay off their debt and reunite them with their families.

Mosawer.net is an online professional photography platform helping people connect with professional photographers and videographers from all different categories in just a few clicks.

20 celebrities and social media influential women who have over 2.5 million followers combined, have joined Mosawer.Net’s campaign in support of the Nobel cause.

These included Actress; Engy Wegdan, Bloggers; Ayshah Kamel and Reham Eissaa, Makeup Artist; Mai Ayman, Fashion Designers; Nada Akram, Rana Madkour; fashion Stylists and Life Style Bloggers; Laila Youssef, Farrah Atef, Nada Hussam, Fatmah Kamel, Sarah Taha, Giorgiana Tawaf Fitness Instructor Sonia Shirazi, and Musician Mai Abd El Aziz.

The campaign offered an exclusive professional portrait package, with part of the proceeds of the package going to Misr El Kheir’s women in debt program (El Omehat El Gharemat). Celebrity photographers, makeup artists, and hairdressers supported the campaign by working together to make each woman look like a shining star.

Mosawer.net has created a unique symbol for their campaign, represented in a golden pin in the shape of a female sign with wings, in a notion that all women should be free.  The entire package provided a unique visual identity for the campaign with the black and white portrait.

Driven by the campaign’s unique visual identity, Celebrities and Influencers posted their black and white portrait carrying the campaign’s golden symbol on Instagram, using hashtag #صورتك_حريتها (Your Photo Her Freedom) while inviting their followers to support the cause. 

Clients who book the package on Mosawer.net will get their professional makeup done by London Makeup Institute, their hair styling by celebrity salon Chez Richard and their professional photography & retouching by top celebrity photographers in Egypt. At the same time, they can get black & white or colored portraits.

Leading underwear and home-wear brand; Cottonil launched its prostate cancer awareness “Be Sure” campaign, providing 10,000 free PSA check-ups for males over 40 across Cairo.

The campaign that aims at early detection and screening of prostate cancer also witnessed the breaking of the 2018 Guinness World Record by designing and manufacturing the world’s largest purely cotton-made undershirt and underwear.

Cottonil Egypt’s CEO, Basel Samaqia, expressed how proud Cottonil is to have been allowed to shed light on this life-threatening disease, as awareness and early detection can save lives.

Dr. Mohamed Kelany, Lecturer of Clinical Oncology at the Faculty of Medicine, Ain Shams University, said, “latest statistics showed that prostate cancer is the fourth most serious type of cancer in Egypt and the world and that more than 9% of Egypt’s population fall among men group with the highest risk. 65% of men diagnosed with prostate cancer either do not receive the treatment needed or are examined at a late stage, thus reducing the chance of cure and increasing the risk of death.”

Founded in 1999, Cottonil is the leading cotton underwear brand in Egypt, with approximately 50% of Egypt’s underwear market and a sizable volume of investments. The company has over 5,000 workers, with a wide distribution network that spans over 300 outlets around Egypt and 4 factories.

Guinness World Record

The new record was announced at a ceremony that was attended by several public figures and celebrities including Acting Syrian Ambassador to Cairo, presenters Tamer Amin, Bosy Shalaby, Tarek Allam, Actor Hani Ramzi and many others, as well as a number of doctors and Oncology specialists, CEO of the Official Partner of Guinness World Records in Egypt and the Official Adjudicator of Guinness World Records, in addition to Cottonil’s CEO, Basel Samqia.

During the celebration, Guinness World Records’ Official Adjudicator announced the dimensions of the 2 largest underwear pieces that entered Guinness World Records; 36.49×27.65 meters and 230 kilograms for the undershirt, and 18.09×25.36 meters and 200 Kilograms for the underwear. The underwear’s elastic rubber band was 2 meters high, while the waist area was 25 meters, bringing the weight of the whole set to 430 kilos of premium fine cotton. The Guinness Record set has Prostate Cancer Slogan on it to drive the world’s attention to this disease and its prevention methods.

Ahmed Mekled; CEO of the Official Partner of Guinness World Records in Egypt stated that Guinness World Records’ Office in Egypt was proud to add these 2 new records, especially as they stand for a good cause and shed the light on a charitable campaign, which also comes in line with Guinness World Records’ societal values. “I am honored to record this noble campaign in the Guinness World Records, hoping to highlight the importance of the initiative and its contribution to the largest segment of the country and help save more Egyptians from one of the most serious diseases, prostate cancer.” Mekled further commented.

Inertia Egypt launched a campaign to reveal their new catchy tagline: remember to live. The campaign featured numerous videos across various social media platforms, including Facebook, Instagram, and YouTube.

Inertia’s marketing campaign is the epitome of good targeting. If you haven’t watched their videos across YouTube, Facebook, and Instagram then you probably should. The videos are masterpieces representing good production quality in their own right. However, they are even more beautiful if you consider how effectively they deliver their message.

Take YouTube, for example. There are 11 short videos, each lasting between 6 and 7 seconds and focusing on one aspect of life that a particular demographic might enjoy. One video asks what you love to do then suggests it might have something to do with being on the road and dominating the tarmac. Another one suggests that you might love to travel.

Remember to Live Campaign Teasers

All of these videos look at different things you might be interested in and collectively challenge you to do these things while you still have time. They remind you to ‘remember to live’. The grand finale is the final video which lasts approximately two and a half minutes. It follows the life of a busy businessman who, in focusing on his career, forgets to give his family time, making them feel abandoned. He finally decides to stay home one day and spend time with his family. The movie goes on to show how he frequently takes time to spend with his family well into his old age and how this strengthens the bond between him and his wife.

Remember to Live Campaign Revealer

These short videos and Inertia’s overall marketing campaign capture the spirit of what Inertia is trying to do in the world of real estate. As a real estate brand, Inertia isn’t just trying to sell houses; it is selling dreams, lifestyles and goals. It is giving its clients the ability to take a moment to enjoy the little things in life. It is telling them to remember to live. As a result, Inertia has sent shockwaves through the world of real estate, changing the landscape of the industry and delivering products that put it far ahead of its competitors. With this new marketing campaign, it looks poised to soar into new heights.

Vodafone Egypt took advantage of the Halloween celebrations in Egypt to create more exposure for the Flex tariff. They devised a creative campaign designed to go viral and provide maximum exposure.

The fun part is that no one had any idea that Vodafone was involved until later. The Campaign centered around two videos showing supposedly paranormal activity.

In the first video: a young woman seemingly walks through the elevator door after the elevator gets stuck. She simply disappears through the closed door like a ghost.

In the second video: two young men are trying to retrieve their ball, which has rolled under a car. One of them casually lifts the front of the car with his bare hands as the other picks up the ball.

Going Viral 

The most exciting part of the videos is how unpolished they look. They were both captured by security cameras, making them look authentic. Most commenters on Facebook believed they had just witnessed real superpowers.

Instead of distributing them through their official Facebook page or some well-known social media influencers, Vodafone chose two average Facebook users to spread the videos.

This made the events in the videos even more believable.

Soon, other social media influencers picked up the videos and spread them to their wide networks. The videos quickly gained hundreds of thousands of views.

In addition, the media was abuzz with OMG! Stories about the viral videos on social media.

Akhbarak, DotMasr, and Youm7 reported them, and AlNahar TV channel and then Nogoum FM spotted them during live talk shows and argued audience to participate in debates about the validity of those videos.

Revealed – Flex Super Powers Campaign

Just before Halloween, Vodafone revealed their involvement in the massively Super Powers viral videos and linked to Flex Super powers commercial adverts, which were launched in October.

Key Takeaways

• Viral Content –  Use social media to create excitement and buzz about your product. Create viral content that goes viral and earns you massive exposure.

• Authenticity – Social media users respond to content that looks authentic. Instead of polished cinematic videos, Vodafone opted for two grainy, low-quality, very realistic videos.